WHAT THIS SESSION COVERS
B2B buying has quietly changed: an AI layer now reads, researches and shortlists before a human is even involved, and most content was written before that shift. In this 30-minute session, Richard Parsons shows what content needs to do for both the machine that finds you and the human who chooses you — and how to find the gaps keeping you off the shortlist. Drawn from the evidence base behind True’s IPA Effectiveness Accreditation.
WHAT WE COVERED
- The buyer is now half machine — how AI is changing the way B2B buyers find, research and shortlist suppliers.
- Machine-readable, human-persuasive — what “works for both” actually requires, and where most content falls short.
- The Dual-Brain Funnel — True’s model for mapping content across the journey, where humans and AI each play to their strengths.
- Finding the gaps — how to spot the content holes quietly keeping you off the shortlist.
- Real-world examples — content built to be found by the machine and chosen by the human.
WHO IT’S FOR
- CMOs, content and brand leaders who want their content found by the machines doing the research
- Marketers who want to weave AI in without losing what actually persuades people
- Demand and content teams worried about slipping off the shortlist
- Anyone who’s ever struggled to get buy-in for a serious content rethink
WANT TO GO FURTHER?
If you’d like us to run this on your own content, that’s what the AI Content Audit Sprint does. Book a 20-minute call to explore it.
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